Nike to stop making Livestrong products

By Andria Cheng

The fallout from the Lance Armstrong doping scandal continues.

Nike Inc.
/quotes/zigman/235840/quotes/nls/nkeNKE, after dropping Armstrong himself from its endorsement roster in October, has decided not to make any more new Livestrong products after its holiday 2013 line, spokeswoman Mary Remuzzi said in an emailed statement.

Nike said it will continue to support the cancer charity foundation the cyclist founded back in 1997 and provide funding to it directly. Armstrong resigned as the foundation’s chairman last year after the U.S. Anti-Doping Agency said he was at the center of a doping scheme that had led to his Tour de France wins.

Since Nike
/quotes/zigman/235840/quotes/nls/nkeNKE and the foundation began their partnership in 2004, the athletic giant has helped the foundation raise more than $100 million. This included the foundation’s famous $1 yellow rubber wristband, of which 87 million were sold.

“This news will prompt some to jump to negative conclusions about the Foundation’s future,” Livestrong Foundation said in a statement. “We see things quite differently. We expected and planned for changes like this and are therefore in a good position to adjust swiftly and move forward with our patient-focused work.”

Armstrong himself has lost all his endorsement deals, ESPN reported, adding bike company Trek, Oakley sunglasses and Michelob Ultra beer have all dumped the disgraced cyclist. Nike had sponsored Armstrong since 1996.

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Behind the Storefront is a blog about all things retail. It’s aimed at investors, shoppers and anyone else with a passion for learning about what drives consumer behavior. Hosted by Andria Cheng, Behind the Storefront will cover the business, brands and shopping behavior that’s behind some of the biggest companies, and largest employers, in the world. You can reach Andria at Acheng@marketwatch.com.